手机媒体商业模式.ppt

* ***大学 毕业论文 题目名称：手机媒体商业模式研究 院系名称：***学院 班 学 级：市场营销****班 号：**** 学生姓名：*** 指导教师：**** 2012 年 06 月 论文编号：************ 手机媒体商业模式研究 Research on the business model of Mobile Phone Media 院系名称：*****学院 班 学 级：市场营销**班 号：** 学生姓名：** 指导教师：** 2012 年 06 月 2 、 、 、 摘 要 2012 年 3 月 3 日中国成为了世界上第一个手机用户达 10 亿的国家，移动媒 体行业将迎来前所未有的爆发式增长。很多学者将手机定义为“第五媒体”，并 且认为手机比报纸杂志、广播、电视和网络这前四代媒体具有独特的开发潜力。 随着移动互联网的迅速发展，以及内容和用户的规模化增长，手机已经从单一的 通讯工具转变为集多元信息服务于一身的“媒体”。与此相应，众多参与手机业 务商业运营的企业纷纷调整经营思路，重构业务系统，力求通过有效的商业模式 拓展市场并快速培育竞争优势。 本文以数字化的发展潮流为背景，探讨手机媒体商业模式未来的机遇，并结 合手机媒体的特点分析了“做广告”“做平台”“做视频”“做阅读”等商业模 式的发展现状，深入分析了国内手机媒体商业模式发展存在的问题，并且在此基 础上分析了国内手机媒体发展趋势，从而为国内手机媒体商业模式更好的发展提 供帮助。 关键词：手机媒体；商业模式；手机平台 I Abstract On March 3, 2012 China become the first country whose mobile phone users up to 1 billion, mobile media industry will have an unprecedented growth. Many scholars defined mobile phone as the fifth media, and they also said that mobile phones have the unique potential development than newspapersmagazines, radio, television and Internet before the fourth generation media. With the rapid development of the mobile Internet, and content and user scale growth, cell phones have been from a single communication tools into multiple information service in a set of media. Accordingly, many mobile phone businesses in commercial operation enterprises have been adjusted management ideas, reconstruct the business system, makes every effort through the effective commercial mode to expand the market and quickly cultivates the competitive advantage. In this paper the development of the digital trend as the background, this paper discusses the new media future opportunities, and combined with the analysis of the characteristics of mobile media advertising, platform, do video, do marketing business model, and analyzed the domestic mobile media business model, and the e